An About Face on Facebook

Posted by: Scott McCabe @ 12:18 pm | Date: June 14, 2014 | Comments Off
Filed under: Latest News,Social Media Tips

FB-Face_about_faceHere’s the latest example in a long list of doom and gloom articles about the imminent demise of Facebook marketing. In fact it seems to have become fairly trendy to prophesize the end of the social media  platform as a viable online marketing tool. A recent Social Media Examiner survey found that while 89% of marketers used Facebook for marketing purposes, less than half thought it was effective. So, is the sky falling for Facebook?

Not really.

Many of these naysayers are the very people who were claiming that Facebook was about to usher in a golden age of social media marketing just a few years ago and are now putting the worst possible face on the fact that it probably won’t live up to overly unrealistic expectations. Their concerns for promotion, target audience exposure and overall effectiveness are legitimate but shortsighted in many ways. A Facebook where all ads and promotional posts could reach every person they were intended for is a Facebook were everyone’s personal feeds would spin like the numbers on a slot machine due to the sheer amount of ads being pushed through.

Facebook is not a perfect marketing platform. This is due in large part to the fact that Facebook’s primary use is not  marketing. It’s about connecting with family, friends and  acquaintances. Facebook, and social media marketing as a whole, is a new and highly nuanced field that has both potential and pitfalls. Those who wanted a cheap, easy cure-all for audience outreach will be disappointed but at the same time we have to remember that we haven’t realized its full potential and only just started to figure out how to reliably determine its ROI.

So, in the meantime, don’t forget to Like our page on Facebook and show us some love!

Social media policy – do you need one? You sure do!

Posted by: Vivian Carmody @ 9:09 am | Date: April 14, 2014 | Comments Off
Filed under: Branding for Success,Social Media Tips

Viv-Graphic-03If you believe that a strong Brand Identity is the most valuable asset an organization or company can have, then you know that controlling all brand touch points – any point at which your brand interacts with its various audiences – is key to long-term success.

With over 700 million daily users on Facebook1 and 650 million registered users on Twitter2, social media has become a major brand touch point in today’s business world. Even if you’re not using social media to directly share your news and connect with your audiences your employees could be, and in the process sharing information about your brand.

While some companies believe that a social media policy is unnecessary – after all it’s just one more way to communicate and you don’t have a written policy for simply conversing – keep in mind that while a confrontation between a customer and sales rep in the “real” word might only be heard by a few and easily remediated, in the social media world it can be heard by thousands …and shared, and shared, and shared.

With this in mind it becomes clear that you need a social media policy to ensure your brand’s reputation is not inadvertently damaged online.

Five Key things to include in a Social Media Policy:

  1. Be honest about who you are: Employees should not represent themselves as anyone other than who they are and the company they work for if the conversation includes anything relating to business.
  2. Be clear about whose views are being expressed: Make it clear that the views expressed are the employee’s and the employee’s alone.
  3. Use good judgment in sharing company information: Make sure what goes out in public is approved for the public to hear.
  4. Be respectful: Avoid posting any comments that could be misconstrued as demeaning to either other employees or the company itself.
  5. Remember that the Internet is an unlimited public space: Whatever is said becomes permanent, can and will be seen by many eyes, and that the information shared can’t be easily erased.

The potential business benefits of an active social media presence are worth the risks, especially when you minimize those risks by planning ahead. Putting a social media policy in place gives companies a level of protection in case of abuse; sets guidelines for acceptable posts and comments; and explains the consequences if not followed.

Do you need help with your social media plan? Trent Design’s staff are experts at social media strategies and content management marketing. Give us a call or shoot us an email. We’re always happy to help!

1Source: Facebook
2Source: Twitter

New Study Indicates Social Media Pays:

Posted by: Trent Design @ 7:50 am | Date: July 30, 2009 | Comments Off
Filed under: Social Media Tips

I received the social media study (see below) from a colleague of mine, Camille Cox, President of On Ramp Communications (www.onrampcomm.com). The study is first study to this depth conducted for large brands. As you will see, these companies have very carefully integrated their Social Media campaigns in their overall marketing plans and strategies.

New Study Indicates Social Media Pays: Companies Find Correlation Between Brands’ Social Media Efforts and Financial Performance

A new study released from Wetpaint and the Altimeter Group confirms that deep engagement with consumers through social media channels correlates to better financial performance. The ENGAGEMENTdb study (www.engagementdb.com) showed significant positive financial results for the companies who measured as having the greatest breadth and depth of social media engagement.

These “Social Media Mavens” on average grew company revenues by 18 percent over the last 12 months, while the least engaged companies saw revenues sink 6 percent on average over the same time period.

The ENGAGEMENTdb study reviewed more than 10 discrete social media channels, including blogs, Facebook, Twitter, wikis, and discussion forums for each of the 100 most valuable brands as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking. Activity in each channel was ranked for depth of interaction on measures that corresponded to that specific channel. Scores for overall brand engagement ranged from a high of 127 to a low of 1. The top 10 ENGAGEMENTdb brands with their scores are:

1. Starbucks (127)
2. Dell (123)
3. eBay (115)
4. Google (105)
5. Microsoft (103)
6. Thomson Reuters (101)
7. Nike (100)
8. Amazon (88)
9. SAP (86)
10. Yahoo! and Intel (tie; 85)

Companies that scored well in the study generally have dedicated teams, however small, active in the social media channels they utilize. The study found that the most successful teams evangelize social media across the entire organization to pull in a broad range of stakeholders. These companies view social media as an indispensable tool to help them achieve results, and their approach is conversational. This mode of operation differs from the approach of traditional communications and early corporate blog experimentation, which emphasizes messaging and talking points.

“This is the first study of this depth on the top global brands and we think the results provide a good guide for corporations and brand marketers in every industry,” said Charlene Li, founder, Altimeter Group. “The success stories we have uncovered provide a blueprint for companies making decisions about how to best apply their marketing and consumer relations resources.”

“The ENGAGEMENTdb study goes a long way towards validating the importance of social media for business,” said Ben Elowitz, CEO of Wetpaint. “The closer any company is to its customers, the better, and it’s hard to argue with the ability for social media to create such proximity. In this day and age, companies should feel much more comfortable investing in social media — the correlation to results is so clear.”